Simply looking at and smelling Organo Gold offers little evidence that nutritive properties are locked inside each steaming cup. But Organo Gold offering enhanced coffee products are proving that great coffee can offer more than great taste.
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AL International Inc.’s JavaFit® brand offers a broad range of varieties of health-improving coffee—from their JavaFit Energy Extreme coffee that relies on green tea extract to JavaFit Immune Plus with Multi-Vitamins that boasts Echinacea. “We take quality gourmet Arabica coffee and add supplements, depending on the different function,” says Dave Briskie, President of Commercial Development for AL International Inc. “Just as orange juice might be fortified with calcium, our coffee is fortified with a supplement or group of supplements.”
Rather than utilize an array of natural additives, companies like Organo Gold have chosen one powerful supplement and infused it into all of their coffee products. For Organo Gold, the Ganoderma extract, from the Ganoderma lucidum mushroom, was the obvious choice because of its long Asian medicinal and preventative health track record, including being rich in antioxidants and phytonutrients. “This plant has about 4,000 years of history and is still a national treasure of China,” says Holton Buggs, Vice President of International Sales for Organo Gold.
While the benefits and supplements included in fortified coffee are significant, distributors are not spending much energy on educating customers. Instead, they choose to let the fortified coffee speak for itself. “If you have to explain coffee and give a brochure along with a cup of coffee, it puts up a hesitation for a person wanting to consume it,” Buggs says. “We just market it as great-tasting coffee. We already know the benefit is going to be in every cup; we do not have to sell it. We tell customers to drink the coffee and then tell us what they think and how it makes them feel. What we find is that within 20 minutes to 48 hours, a person will actually notice one of the benefits. Customers are able to educate themselves based on their results, versus us giving them a lot of information.”
Fortified coffee is making waves in an already thriving market. With strong consumer loyalty, and results that speak for themselves, the potential of the already explosive direct selling coffee market—now receiving a powerful revenue infusion from fortified coffee—is seemingly